Ask A Gallery Owner | Selling

I am going to be running a series of articles and conversations in the coming weeks on the ins and outs of selling art. I’ve just started giving a new workshop on the topic and am looking forward to hearing discussion and additional questions on the topic.

Here’s a recent email – comments and questions from the emailer are in black, my responses are in red – names and locations changed to protect the innocent:


Thanks so much for webinar. Very informative. I have a gallery at a monthly art walk here in XXXXXX and tried using the techniques. Everything seemed to be going super well each time until I said, “Can I write that up for you?” I froze when they didn’t say yes.
Three times in the night I got to that point:

1. One woman said it takes her awhile to make a decision.

I would respond “Of course, I understand – it’s important to take time with a great piece of art. What is your decision making process?”

Depending on what she said I would offer to deliver the piece to her home so that she could have an easier time making the decision. I would let her know that there is absolutely no obligation and that you will make all the arrangements to deliver the piece and pick it up once she has had a chance to live with it.

2, Another said too expensive for her right now ($2,395). I suggested a payment plan and she said she would think about it.

“I can tell you love the piece. It’s our philosophy that we want to help the art find a great home. We can be very flexible in making that happen. Are we a long way off on the price for you to consider taking the piece home tonight?”

Basically I would want to discover how close we are on the price. A little digging might reveal that price isn’t the real issue, then you can start dealing with the real concern, or it might be all about pricing and you can then start to negotiate in sincerity to find if there is a price at which the piece would work, or if a payment plan would work.

Upon offering the payment plan I would show her, on paper, how affordable it would be if the payments were split up over 3-4 (or even more, if necessary) months.

2. Another said she had to think about it. I suggested I was flexible, what was she thinking on price. She said she would get back to me ….
Same advice as above.

You basically just want to keep digging until you get to the heart of the matter, and then start getting the client to commit to small steps – seeing the work in their home – letting you work up a negotiated price or payment plan.

Great work though – and had you not asked for the close those three would simply have wandered off and left you wondering why.

Alas. I will study more before next month. But I was heartened because the techniques got me a long way! Now if I can get to through the closing phase I’ll be doing good.


Starving to Successful

StSBookSHave you always wondered what it takes to show your work in galleries? Is your work being seen by qualified collectors?

In his best-selling book, Xanadu Gallery owner Jason Horejs shares insights gained over a life-time in the art business.

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About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of Dad was an Artist | A Survivor's Story and best selling books "Starving" to Successful & How to Sell Art , publisher of, and founder of ARTsala. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business. Connect with Jason on Facebook


  1. Dear Jason,

    Thank you for the webinar on Saturday I got a lot of great information! I wondered how you would advise an artist(me in this case!) to price their art? Does it depend if you are known (through art contests or magazines etc), size of painting, experience, commission that the Gallery receives, and probably other factors I am not mentioning? How do you factor all of these in to the price?

    Thank you.

    Kerry Konecny

  2. I’ve just relocated from the Austin, Texas area to the Boston North Shore area. In Texas, I was successful with selling framed, giclee prints. In this area, they are less successful in sales. With a strong background in graphic arts, many of my finished pieces are colored with photoshop software, hence the giclee print as a final product. This worked well in Texas, but not t00 successful in Massachusetts. Must I find another marketing technique?

    I read your daily newsletters every morning and truly do appreciate everything you. have to share. Your versatility and research are incredibly helpful! I am far from wealthy but would love to contribute something to your success. Please let me know what I may do.

    Thank you!

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